Conversion rate optimization process
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Transcript of Conversion rate optimization process
How to do conversion rate optimization with backstage access to OmniconvertHow to do conversion rate optimization with backstage access to Omniconvert
The magic about conversion rate optimization
+6% Monthly incremental increase in conversion rate
=
+90% more conversions after one year
without paying anything extra for traffic
1. Business Research2. Technical Review3. Quantitative Research4. Qualitative Research5. UX Audit6. Insights Generation7. Hypothesis prioritization8. Experiments9. Adjust, learn, implement
10. Repeat from step 1
1 Business research phaseWhat does conversion mean for your type of business?
(transaction/lead/other)
Have you done optimization before?
What is the level of freedom we will have in order to actually do CRO?
On how many visitors will the decision maker allow us to play?
Who’s your buyer persona? What emotions are triggering his decision?
Are you measuring lifetime value?
Do you use an RFM model or any other retention-oriented segmentation?
Which are your main points of difference?
Nothing important has ever been discovered without proper exploration.
2 Technical review> What platform does the website run on?
> Is it loading in the A/B testing editor?
> Is it easy to do small front-end testing without a developer?
> Are the devs from the client side my supporters?
> Is the tracking code installed OK?
> Integrations with CRM/ Email system/ CMS/ Analytics system?
Our customer Their platform
Sad developers for 20+ hours
Research
3 Quantitative Research> Funnel analysis
- Drop-out rates for TOFU / MOFU / BOFU> Segmentation
- Geographical- Behaviour (no of pageviews/ new/ returning)- Results- Traffic Source- Technology - browser / resolutions
= > Insights
Low hanging fruits:
> Bad implementation of G analytics
> Devices - mobile vs desktop
> Browser issues(G Chrome version X - 0% conversion rate)
> Page speed
> Poor traffic sources (we made that last month: 4000 clicks from mobile & Indonesia => 0,01% conversion rate)
4 Qualitative Research> Surveys
- Buyer persona & abandonment reasons/ barriers- Purchase intentions- NPS for current customers- Reasons for buying
> Voice of customer- Chat transcripts- Support questions
> Heatmap - Scroll map- Session recordings
= > Insights
If the price is too high...
5 UX Audit> Navigation Flows
> Battleship View
> Persuasion Slide (Roger Dooley)
> Emotional Audit (Talia Wolf)
=> Insights
6 Insights generation> Analytics insights
+
> Qualitative research insights >
+
> UX audit insights
Hypothesis
7 Hypothesis prioritization> Potential
> Importance
> Easyness
Hypothesis Optimization plan
8 Experiments> A/B testing
> Personalization
> Interactions
> Surveys
Exit-intent for Avon
Recommended for you
See more>
Engagement results
+292% more page views
+111% more page views
+73% more page views
Statistical significance
Bulgarian website
Shoes category
Non-filter users
+16% conversions
Czech website
Dresses category
Non-filter users
+8% conversions
Greek website
Shoes category
Non-filter users
+8% conversions
Control Variation
Product Page
All visitors
+51% conversion rate
99% statistical relevance
8 Adjust, learn, implementStatistical significance
> Experiment is winning > Decide
> Experiment is losing > Decide
> Experiment has won > Learn > Implement
> Experiment has lost > Learn
Resource: http://abtestguide.com/calc/
Experiment
NegativeLearn for the future
Positive
Implement
Don’timplement
Monitor if the Gains are continued
10 RepeatRepetition is the mother of knowledge.Start again from step 7.
>3 years >12k websites >3,5 BN visits / month
A team of 50 people (not all of them are here:)
Thank You &let’s meet at Online Marketplace today
or tomorrow!
Thank you!
PS: we’re hiring!
CRO newbies/experts, content, marketing [email protected]